tch have been set up. Media Switch monitor the representations of women in contemporary Australian Media (Media Switch). It could be said that they are fighting for the upholding of the ethical theory of utilitarianism. Utilitarianism is the belief of the "greatest happiness for the greatest number" (Crooke, 2002). It works off the belief of a 'calculus of pleasures' as devised by Jeremy Bentham, where the total sum of pleasures created is compared to the number of people involved. (Crooke, 2002). By portraying women in positions that they cannot relate to and in turn find uncomfortable, the advertising companies are not creating happiness for these people. The result of this can be seen in the consumer audience groups like Media Switch.
             Another stereotype that women are often portrayed as is women as sexual objects. An example of this can be seen in the Canon digital camera print advertisement (Who Weekly, 2002), which displays an attractive woman
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